Order Caryophyllales, Family Nyctaginaceae, Genus Oxybaphus or Mirabilis.
This very odd little plant used to grow along Magnolia about midway. I have not seen it there in years, and I hope it is thriving elsewhere. A roadside is not a good environment for anything. Mirabilis hirsuta is its synonym.
Here's what this little guy looks like in the Utah desert.